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High Impact Online CommunicationsHigh Impact Online Communications
Creating Your Creating Your Social Media PresenceSocial Media Presence
These training materials have been prepared by AspirationThese training materials have been prepared by Aspiration
These materials are distributed under a Creative Commons license: Attribution-ShareAlike 2.5 These materials are distributed under a Creative Commons license: Attribution-ShareAlike 2.5
Matt GarciaMatt Garcia
Director of Communications & TrainingDirector of Communications & Training
Jessica SteimerJessica Steimer
Nonprofit Technology SpecialistNonprofit Technology Specialist
Helps nonprofits & organizations use technology better for their Helps nonprofits & organizations use technology better for their missionsmissions
What you're hoping to get out of todayWhat you're hoping to get out of today
Our GoalsOur Goals
Explore the importance of social media in Explore the importance of social media in reaching online audiences and their appropriate reaching online audiences and their appropriate usesuses
Learn some basic workflows for common social Learn some basic workflows for common social media tools that you can use in your workmedia tools that you can use in your work
Demonstrate a process framework for Demonstrate a process framework for coordinating social mediacoordinating social media
Answer your questionsAnswer your questions
Today's AgendaToday's Agenda
We're going to talk about:We're going to talk about:
Using social media as a toolUsing social media as a tool
Compare common online Compare common online communications toolscommunications tools
Social media workflows Social media workflows
Construct a process to organize and Construct a process to organize and coordinate your organizational coordinate your organizational communications communications
First ThingsFirst Things
This training is envisioned as a dialogThis training is envisioned as a dialog
Please ask questions early and oftenPlease ask questions early and often
Especially if we use technical jargon of weird vocabEspecially if we use technical jargon of weird vocab
Make it valuable for you!Make it valuable for you!
What is Social Media?What is Social Media?
Online platforms that enable users to Online platforms that enable users to communicate, share, and collaborate with communicate, share, and collaborate with friends, friends of friends, even strangersfriends, friends of friends, even strangers
Social Media (YouTube, Flickr)Social Media (YouTube, Flickr)
Sharing digital contentSharing digital content
Social Networks (Facebook, Twitter, LinkedIn)Social Networks (Facebook, Twitter, LinkedIn)
Having conversationsHaving conversations
The lines blur :^)The lines blur :^)
What is Social Media Today?What is Social Media Today?
Conversations with people Conversations with people onlineonline
SocialSocial media media
Made for people, not Made for people, not organizationsorganizations
It's not going to work perfectlyIt's not going to work perfectly
Not your virtual megaphoneNot your virtual megaphone
Advantages of Social MediaAdvantages of Social Media
Get Relevant NewsGet Relevant News
Allows you to receive curated news from other Allows you to receive curated news from other people in your issue spacepeople in your issue space
Increase ExposureIncrease Exposure
Gives you easy access to new networks of people Gives you easy access to new networks of people through sharingthrough sharing
Generate Conversation & FeedbackGenerate Conversation & Feedback
Allows two-way conversationsAllows two-way conversations
Caveats of Social MediaCaveats of Social Media
Can take a lot of timeCan take a lot of time
Time = MoneyTime = Money
Big corporations want your dataBig corporations want your data
You are the productYou are the product
There are a billion toolsThere are a billion tools
It can take time to figure out which ones you needIt can take time to figure out which ones you need
Tools change EVERY. SINGLE. DAYTools change EVERY. SINGLE. DAY
You have to keep upYou have to keep up
Limitations of Online OrganizingLimitations of Online Organizing
Digital DividesDigital Divides
Never forget who is left out by “e” strategiesNever forget who is left out by “e” strategies
Trust relationships are best built in personTrust relationships are best built in person
Online organizing is most effective when it Online organizing is most effective when it leverages established social networks and leverages established social networks and communitiescommunities
Each community and campaign is differentEach community and campaign is different
Your mileage will varyYour mileage will vary
Social Media HousekeepingSocial Media Housekeeping
Lock down your virtual real estateLock down your virtual real estate
Reserve any accounts you could envision using now Reserve any accounts you could envision using now or in the futureor in the future
Facebook, Twitter, YouTube, FlickrFacebook, Twitter, YouTube, Flickr
Set them up to look like a familySet them up to look like a family
Strive for name consistency, usually an Strive for name consistency, usually an organizational domain nameorganizational domain name
But What Tool is Right for Me?But What Tool is Right for Me?
It depends...It depends...
Who are you trying to reach?Who are you trying to reach?
Where do they hang out online?Where do they hang out online?
It also depends...It also depends...
What are you trying to get done?What are you trying to get done?
What value or benefit can you offer?What value or benefit can you offer?
Overall you need to think through how you're using Overall you need to think through how you're using your limited resources to support the work of your your limited resources to support the work of your organizationorganization
Audience ExerciseAudience Exercise
Who are your top three audiences online?Who are your top three audiences online?
What are your goals?What are your goals?
What does success look like?What does success look like?
Make sure your communications plan stays in tact when Make sure your communications plan stays in tact when the tool you're using fails youthe tool you're using fails you
Goal Goal Tool Tool
Tool Agnostic?Tool Agnostic?
Example GoalsExample Goals
Goal Measurability What does success look like? Tools
Increase donations through online efforts
Can ask people how they heard
Track referring link of Donation Thank You page
50 new donators coming from online efforts
Web Site Facebook
Increase attendees at annual event through online efforts
Compare this year's attendance to last year's
Have a “How'd You Hear” place on registration
10% increase in attendance from last year
Bottom LineBottom Line
Online tools aren't a magic bulletOnline tools aren't a magic bullet
You need:You need:
An measurable goalAn measurable goal
A compelling messageA compelling message
Effective tactics to realize your goalEffective tactics to realize your goal
A plan for engaging supporters and well-defined ways for A plan for engaging supporters and well-defined ways for them to plug inthem to plug in
eAdvocacy is more about organizing and organizational eAdvocacy is more about organizing and organizational challenges than tech challengeschallenges than tech challenges
Aspiration's eAdvocacy InitiativeAspiration's eAdvocacy Initiative
►Goal: Organizational self-sufficiency onlineGoal: Organizational self-sufficiency online
►eAdvocacy capacity-building trainingseAdvocacy capacity-building trainings
►Social Source CommonsSocial Source Commons http://socialsourcecommons.orghttp://socialsourcecommons.org
Inventory of available toolsInventory of available tools
►SSC BlogSSC Blog http://blog.socialsourcecommons.orghttp://blog.socialsourcecommons.org
4 Processes for Sustainability4 Processes for Sustainability
Goals & Audience AssessmentGoals & Audience Assessment
Do you know who you're talking to?Do you know who you're talking to?
Publishing MatrixPublishing Matrix
Do you have a model for when to u